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A Brand Challenging Taboos and Leading Change

is India鈥檚 first luxury personal wellness brand, founded in 2020 by Anushka and Sahil Gupta with the mission to make pleasure and connection easy, safe, and stigma鈥慺ree. It has rapidly built a loyal community and served over 150,000 customers across 800+ cities, expanding even into Tier 2 and Tier 3 markets. 

Despite this strong upward trajectory, one key operational hurdle continued to drain their valuable time and affect customer experience鈥�managing failed deliveries (NDRs). As MyMuse scaled, the volume of NDRs grew as well, often requiring manual intervention from the operations team. 

We had the opportunity to speak with , Operations Lead at MyMuse, to understand how they tackled this challenge with the help of ClickPost鈥檚 AI NDR Manager, Parth.

Where the Gaps Were in a Growing Operation

As MyMuse grew, their order volumes soared鈥攂ut so did the number of failed delivery attempts. With no automation in place, the operations team had to intervene manually for each NDR case. This created a series of cascading challenges:

1. Manual Follow-Ups Were Consuming Team Bandwidth

Without automation, every NDR follow-up had to be handled manually. This meant hours of phone calls, status checks, and coordination鈥攅very single day. The team was spending valuable hours on repetitive tasks instead of focusing on strategy, planning, or improving the customer experience.

2. NDR Resolutions Took Too Long to Close

Because there was no intelligent automation in place, it took them 48 to 72 hours just to resolve one failed delivery. This delay often meant frustrated customers, higher RTOs (returns), and unavoidable losses. Speed was no longer a nice-to-have鈥攊t had become essential to maintaining customer trust.

3. Peak Season Volumes Made Things More Challenging 

During major sale periods or events like Valentine鈥檚 Day, the volume of NDRs spiked significantly鈥攗p to 30% of all orders. This surge created immense pressure on the team and increased the risk of failed recoveries. Handling this manually was not scalable. MyMuse needed a solution that could keep up with both volume and urgency.

4. Lack of Real-Time Sync with Courier Partners

Delays in updating courier partners after speaking with customers meant that even if a customer wanted redelivery, the response time was slow. The coordination gap led to missed opportunities and longer recovery cycles.

5. Customers Needed a Human-Like, Yet Discreet Touch

As a brand operating in the intimate wellness space, MyMuse needed to maintain a balance: empathetic, human-toned communication that respected customers' privacy鈥攚ithout adding emotional friction.

Recognizing the Breaking Point

Sharadbabu and his team realized they needed more than just more people鈥攖hey needed a smarter, scalable system that could keep pace with their growth while upholding the brand鈥檚 standards of discretion, empathy, and customer experience.

鈥淭o scale a brand at a high level, we should introduce AI at any given point of time,鈥� Sharadbabu  Narayanan shared. This is where ClickPost鈥檚 Parth entered the picture, not as a replacement for the team, but as a powerful extension of it. What began as a tactical fix for NDRs soon sparked interest across the company.

With strong leadership support and a clear operational need, MyMuse was ready to make the shift鈥攆rom manual workflows to proactive, AI-powered customer recovery.

The Roles ClickPost Parth Plays in MyMuse鈥檚 NDR Management

1. 100% Automated NDR Follow-Ups

Parth now handles every NDR case autonomously, reaching out to customers instantly after a failed delivery. It engages them in real-time conversations鈥攔escheduling deliveries, gathering confirmations, or collecting reasons for refusal鈥攁ll without human intervention.

2. Same-Day Resolution for 80% of NDRs

With Parth acting instantly, the turnaround time on most NDR cases dropped drastically. What used to take 2鈥�3 days now happens within a few hours.

The faster resolution didn鈥檛 just improve operational efficiency; it reduced RTOs and improved customer retention during critical moments in the delivery cycle.

3. Solution for Festive Season NDR Pressure

Parth proved especially valuable during high-volume periods like Valentine鈥檚 Day, when up to 30% of orders used to get marked as 鈥渇ailed鈥� in the first attempt.

Where manual processes previously buckled under pressure, Parth scaled effortlessly, handling large spikes in NDRs without additional resources.

4. Real-Time Courier Partner Sync for Faster Recoveries

Parth is API-integrated, meaning that the moment a customer confirms or reschedules delivery, the system updates the courier partner immediately. This minimized delays and prevented miscommunication that used to cost time and money.

5. Human-Like Conversations That Respect Privacy

Despite being an AI, Parth was carefully designed to speak like a human鈥攁 must-have for a brand like MyMuse, where discretion and tone matter deeply.

鈥淐ustomers do not feel that it鈥檚 an AI agent altogether. It鈥檚 like a human talking to the customers.鈥� Sharadbabu Narayanan noted. 鈥淪o, in one of the incidents, customer was not aware that he was talking to an AI agent,鈥� he further mentioned. 

Equally important was data discretion. With no human agents handling sensitive conversations, the privacy-first ethos of MyMuse remained intact.

Numbers That Speak: At a Glance 

• 100% of NDR cases managed by Parth AI

• 80% of NDR cases resolved on the same day

• 2鈥�3 hours of manual follow-up time saved daily

• 30% spike in NDR volume during festive seasons effectively handled

Lessons from the MyMuse Journey

• Automation isn鈥檛 about replacement鈥攊t鈥檚 about amplification.
  Parth didn鈥檛 replace the ops team; it supported them by taking over repetitive tasks, freeing up their time for high-impact work.

• Speed is a critical part of customer experience.
  Reducing NDR resolution time from 72 hours to same-day recoveries directly impacted satisfaction and reduced RTOs.

• AI can sound human鈥攁nd that matters.
  When customers can鈥檛 tell the difference between AI and a human agent, it builds trust without needing extra manpower.

• Scalability must be built into your operations early.
  Seasonal spikes in volume don鈥檛 need to mean chaos鈥攊f the right systems are in place, scale becomes manageable.

• Privacy and discretion are not optional鈥攖hey鈥檙e expected.
  In any industry, minimizing human involvement in customer conversations helps preserve trust.

• Leadership buy-in accelerates transformation.
  When internal stakeholders鈥攆rom founders to frontline teams鈥攕upport innovation, adoption is faster and impact is deeper.

Final Takeaway

Scaling with empathy and efficiency is possible鈥攚hen a brand embraces the right tools at the right time.

MyMuse鈥檚 journey shows that operational challenges like failed deliveries don鈥檛 have to hold back growth. By proactively adopting automation that aligned with their values鈥攕peed, discretion, and customer care鈥攖hey not only solved a problem but also strengthened their brand promise.

Looking ahead, we鈥檙e working closely with the MyMuse team to make this collaboration even stronger鈥攃ontinuously fine-tuning the solution to support their evolving needs and upcoming scale. With shared ownership and open feedback, this partnership is built for long-term impact.